Lead-to-Cash is the process your company earns its money on. Lab 02 rebuilds it for your industry in two versions — the traditional siloed, manual process, and a redesigned end-to-end target process that deploys GenAI across people, processes, tools, data and culture — implements both technically in a live test environment, and has a real team from your company run both. Within that one team you see exactly what the redesign and GenAI deliver on KPIs like cycle time, error rate and hand-offs.

Lead-to-Cash is the process a company earns its money on, yet at Westerman Level 2 it still runs siloed and manual — and GenAI used on single steps changes little, because GenAI doesn't recognise department doors and data doesn't follow business units. Lab 02 rebuilds the Lead-to-Cash process for each industry in two versions — the traditional siloed one, and a redesigned end-to-end target process across people, processes, tools, data and culture — implements both with GenAI in a live test environment, and has real teams run both to measure what the redesign delivers.

Companies see GenAI save time in generation but lose it in verification — if a human spends 10 minutes checking a 1-minute AI output, the ROI is negative. Lab01 measures this verification tax in a pre-registered, double-blind field study and ships the tools companies need at Westerman Level 1.

Call for domain Spokes across Marketing, Sales, Finance and Project Management to design rubrics and grade GenAI output for the Verification & Trust Lab. The roster is confirmed and Lab 01 is in execution; the double-blind field study runs July–August 2026.